Frankly, I think it is UA playing catch-up with DL - first free drinks for GS and 1K, then introduce Budget Fare Class, then free drinks and Choice Menu item for GS and 1K ... UA is already the king of FCM. Makes me wonder if UA is heading down the same road as DL to introduce a C+/E+ fare class of its own.
I will enjoy this change for as long as it lasts but I don't expect it to last very long.